Anthropologie’s fabulous approach to content marketing

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What’s your favorite consumer brand?

If you’re a true fan of this brand—you own many of its products, keep up
on brand news, and talk about said brand to your friends—it’s probably
doing content marketing right.
Why? Brands that are able to convey an authentic story while providing
real value beyond their core product offerings are doing so through
smart storytelling, whether you recognize it or not.

Take one of my favorite brands, Anthropologie. This eclectic and
increasingly popular store is a self-proclaimed “destination for women
wanting a curated mix of clothing, accessories, gifts, and home décor
that reflects their personal style and fuels their lives’ passions, from
fashion to art to entertaining.”

That says it all. Anthropologie has mastered the art of balancing
curated and created goods in its stores, as well as in its marketing
presence.

From its beautiful catalogs to its bubbly blog to its upscale yet
estate-sale-styled stores, Anthropologie has homespun a lacy web of
content confection that dazzles us at home, online, and in person.

Here are some reasons Anthropologie is a storytelling superstar, examples from which all brands can learn:


1. It hasn’t skimped on print.

Yes, print—of the paper variety. Anthropologie’s catalogs are beautiful
look-books that tell a story and create a fresh, intimate and
effervescent world filled with colorful baubles and, yes, fantastic
clothes. Hidden within its pages are whimsical calls to action that I
defy you to ignore:

“Here is what you must eat (in Paris): Strawberries with your bubble
bath. Macarons (but never less than three). Tartes tartes tartes!”

“A month of champagne cocktails: blog.anthropologie.com”

“We get street style. We get you. Book a free styling session: anthropologie.com/ps”


2. Its blog is a brand lifestyle hub to be envied.

With a visual Pinterest-esque layout driven by its own stunning product
images and clever clips of content, Anthropologie’s blog is a collage of
living the brand lifestyle, the perfect lesson book for all fans who
dream of living within the store’s pristinely cluttered walls. From
playlists to organization tips to interviews with designers, from
recipes to cocktails to snippets from the quarterly journal Darling,
this blog covers it all—and it’s good. Plus, the content is artfully
supported by products that can be ordered then and there. Not too shabby
(chic).


3. Its social savvy.

Pinterest, Instagram, Facebook, Twitter, Vimeo, Google+, YouTube, plus
the blog. It’s all perfectly coordinated to support the latest brand
content. (Right now, it’s all about Paris, mes amis.)


4. In-store still matters.

According to the latest research from the Content Marketing Institute,
in-person events are still a huge and rewarding component of content
marketing. Anthropologie does in-person right, first with its store
experience, and second with its in-store events. Fashion shows, in-store
concerts, pet adoption days, DIY tutorials and more. These are all
events held at local Anthro stores, and fans are invited if they sign up
for notifications.

I know what you’re thinking: Anthropologie is also selling items that
have mass appeal, so it may be hard for a business-to-business marketer
to see how to make the leap from this visually stunning brand to his or
her own.

[RELATED: Learn why you need a content marketing plan at our December content marketing boot camp.]

If you strip away the outward beauty of Anthropologie’s products and
focus on its core content strategy—consistent brand story, hub for smart
content, strategic social media and inbound efforts paired with
traditional marketing—it’s something any business can apply.


A version of this article originally appeared on the Cursive Content blog.

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